Four tips for organising a successful pop-up event

Four tips for organising a successful pop-up event

Before set­ting out to organ­ise a pop-up event, you’ll need to think strate­gi­cal­ly about sev­er­al aspects, includ­ing the expe­ri­ence on offer, tick­et prices, the com­mu­ni­ca­tion pol­i­cy, attendee capac­i­ty, prof­itabil­i­ty objec­tives, and so on. Unfor­tu­nate­ly, there is no mag­ic for­mu­la that works for every pop-up event. So, here are our tips for stack­ing the odds in your favour.

Sum­ma­ry

  1. Design a unique expe­ri­ence
  2. Use social media to stim­u­late demand
  3. Con­vey a sense of urgency and exclu­siv­i­ty
  4. Set prof­itabil­i­ty tar­gets

1. Design a unique experience

Pop-up events gen­er­al­ly attract atten­dees who are pre­pared to pay more for a one-of-a-kind event. How­ev­er, your event will still need to be out­stand­ing for the tar­get audi­ence to accept the price you’ve set.

If you’re organ­is­ing a cook­ing-themed event, your atten­dees might pay dou­ble what they would expect to pay at a local restau­rant, but only if the din­ner for your pop-up event is pre­pared by today’s star chef.

To attract peo­ple who are will­ing to spend large amounts of mon­ey, first con­cen­trate your efforts on prepar­ing an expe­ri­ence they’ll nev­er expe­ri­ence again.

A few things will help you jus­ti­fy a high­er price:

  • A loca­tion usu­al­ly closed to the pub­lic and where no event has ever tak­en place;
  • An inno­v­a­tive set menu with a rare recipe and ingre­di­ents;
  • A meet­ing with a star chef, a local celebri­ty, or oth­er dis­tin­guished guest;
  • Lim­it­ed-edi­tion prod­ucts avail­able exclu­sive­ly at your event.

2. Use social media to stimulate demand

The law of sup­ply and demand requires you to know how many oth­er events like yours exist, and whether there will be an audi­ence inter­est­ed in it. You’ll need to stim­u­late demand for your event if you want to pro­pose the high­est prices pos­si­ble. You might have lim­it­ed capac­i­ty, but if you can increase the demand for tick­ets, you’ll be able to raise their price.

The exclu­sive and unique nature of pop-up events makes them ide­al for con­tent shared on social media to stim­u­late demand. Peo­ple like shar­ing insid­er secrets and invit­ing friends to exclu­sive events. Use these chan­nels effec­tive­ly to cre­ate intrigue, excite­ment and a sense of urgency around your tick­et sales.

Pop-up events also tend to pro­vide atten­dees with the per­fect set­ting for their Insta­gram pho­tos. This allows you to keep sell­ing tick­ets dur­ing the event and pre­pare poten­tial future events in oth­er cities. By striv­ing to make your atten­dees want to share their favourite moments on social media, you’ll quick­ly reach your max­i­mum capac­i­ty, what­ev­er your tick­et pric­ing.

3. Convey a sense of urgency and exclusivity

Atten­dees val­ue pop-up events more than recur­ring events, as they make them feel like trend spot­ters, and there­fore more out of the ordi­nary.

The sale of a ‘lim­it­ed num­ber’ of tick­ets helps cre­ate this feel­ing of exclu­siv­i­ty. It also cre­ates a sense of urgency, say­ing: If you don’t buy your tick­ets now, you might miss your chance. You can also use time-lim­it­ed flash sales to give poten­tial vis­i­tors a rea­son to buy now rather than put it off until lat­er, in which case they may for­get and nev­er come to your event.

Cre­at­ing urgency around your event is an excel­lent way to strength­en per­ceived val­ue and excite poten­tial atten­dees. In the end, you’ll sell more tick­ets and increase your prof­its.

4. Set profitability targets

If all goes well, your event will be both a qual­i­ta­tive and quan­ti­ta­tive suc­cess. But the real­i­ty is that not all pop-up events imme­di­ate­ly bring in enough mon­ey to cov­er their costs. Set spe­cif­ic, mea­sur­able, achiev­able and real­is­tic goals before even launch­ing your event.

In your case, you might not have the com­mu­ni­ca­tion impact you need for your first event to be vis­i­ble and sell a large num­ber of tick­ets. Alter­na­tive­ly, you might mis­judge your bud­get and get car­ried away with buy­ing unnec­es­sary prod­ucts or ser­vices. One of the most com­mon mis­takes made by pop-up event organ­is­ers is lim­it­ing their prof­its as a result of sell­ing tick­ets at too low a price.

Atten­dees are will­ing to pay a high price for an expe­ri­ence they can’t get else­where, so don’t hold back. Make it an exclu­sive expe­ri­ence and offer dis­counts if sales don’t meet your goals.

Tiered pric­ing, dis­count codes and sup­ply and demand are just the tip of the ice­berg when it comes to pric­ing strate­gies. View our arti­cle How to decide on the price of your event’s tick­ets? to find the opti­mal price for your tick­et, which will allow you to sell the most tick­ets and make the most prof­it. Once you’ve decid­ed, our help arti­cle will help you cre­ate and struc­ture the desired prices.

With these four tips, cre­ate the most extra­or­di­nary pop-up event pos­si­ble! To imple­ment every­thing you need to make it a suc­cess — an online tick­et­ing ser­vice, access con­trol and cash­less pay­ment — dis­cov­er all of our solu­tions and their fea­tures by click­ing on the but­ton below:

Organ­is­ing an event

Share this article